LinkedIn Publishing 101
“Why should I bother with LinkedIn? I’m not looking for a job …”
If I had a nickel for every time I heard that from a would-be content marketer, I’d have … well, a whompin’ lot of nickels.
Yes, when LinkedIn first came along way back in 2002 (!), it quickly became a staple in the talent acquisition community. Recruiters loved it because they could quickly scout candidates by location and skill set without leaving their desks, and job seekers loved it because they had a spiffy electronic profile — it even has a picture! — for attracting would-be employers.
And while Jeff Weiner & Co. could have coasted along quite comfortably as the undisputed top dog in the job-filling world, they had a much bigger vision in mind.
They didn’t want to be the site you went to when you needed a job or a new team member. They wanted to be the site you visited every single day to get the latest insights from the business community.
They wanted to be the Wall Street Journal of social networks.
Fast-forward to 2015, and they’re getting pretty danged close — which is awesome news for us content marketers.
Why Publish on LinkedIn?
“Hang on a sec there, Parker — what about my blog?”
Yes, your blog is and must continue to be your main content hub. For one thing, you own it. For another, it’s on the same site where you talk about your products and services just in case readers decide they can’t get enough of you.
That said, using LinkedIn as an auxiliary content storefront has a number of advantages:
- Reach: Did you know that LinkedIn is the ninth most popular website in the United States, ahead of Netflix and even Craigslist? (Source: alexa.com) In this country alone, about 40 million people visit the site in the course of a month. That’s a lot of eyeballs.
- Quality: And those aren’t just any eyeballs that would be taking in your content. According to a recent survey, the average U.S. LinkedIn user has a household income of $83,000 per year and more than double the purchasing power of the average consumer. Sound like the kind of folks you might want to be talking to?
- Prestige: For years, LinkedIn Publishing was only available to the likes of Sir Richard Branson, Bill Gates, and Warren Buffett, which allowed the network to build a reputation as a blue-chip source of information and insights. Now Average Joes and Janes like you and I can benefit from that brand equity by adding our names and ideas to the mix.
I also speak from personal experience: I’ve been using LinkedIn Publisher since last July, and it’s opened up opportunities for me that otherwise would have never come about.
OK, ready to jump in?
Staking Your Claim
Publishing on LinkedIn is as easy as — maybe even easier than — publishing a post on your blog.
- Click Publish and you’re done!
- If you need to make any changes, just click the “Edit post” button, which will appear just above the headline in your published post.
- Sit back and let your brilliance speak to the world!
How are you using LinkedIn Publishing to expand your thought leadership? Tell us about it in the Comments — we’d love to hear from you!
Join us for our next free VIP webinar, The Content Marketer’s Guide to Social Media to learn
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